Baileys does Biscotti

19th September, 2011 by Marinel FitzSimons

September this year will see the launch of Baileys latest variant, Baileys Biscotti flavour.

The new product was timed to hit UK shelves in time to correspond with the winter season. The launch will be supported by a large scale marketing campaign that will include TV and digital advertising in the UK and Ireland, as well as in-store and events sampling.

In addition the brand hopes to drive consumer interest and sales through social media, with a Facebook promotion offering 200,000 free samples (5cl) to encourage purchases. The campaign constitutes one of the largest investments behind the sampling of a new Baileys flavour to date.

Existing Baileys flavours include Hint of Mint Chocolate, Hint of Coffee, and last year’s Hazelnut flavour.

Louise McKerrow, Baileys marketing manager at Diageo GB, comments: “Each year Baileys remains the world’s number one cream liqueur to enjoy with friends during the festive season. Through the launches of each of our unique Flavours range we are constantly striving to deliver innovation to the category as well as encourage consumers to enjoy liqueurs outside the Christmas period.

“Our new Baileys Biscotti Flavour is a really exciting addition to the range and it achieved excellent results in our consumer research with the highest purchase intent and frequency of all the Flavours launched to date. By investing in strong POS and starting our digital and TV campaigns earlier than last year, we hope to increase awareness and trial whilst emphasising the notion that Baileys can be enjoyed all year round.”

With an ABV of 17%, Baileys Biscotti is available in stores across the UK.

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